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| Citizen Watches Gulf Co. General Manager Hiroaki Marukawa. |
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Oil, one of today’s most important commodities, has been powering Middle Eastern economies for the past three decades by attracting the world’s richest countries, including Japan, to set up businesses here related to oil and its consumption.
But, a Japanese watchmaker saw beyond that and instead focused on a consumer market, growing in size and prosperity. Popularity among expatriates, mainly Indian and Pakistanis, prompted the establishment of Citizen Watches Gulf Co. nearly 20 years ago.
‘‘In the 1980s, we sold more than 3 million pieces a year,’’ says General Manager Hiroaki Marukawa.
Citizen is using tax-exemption benefits that the United Arab Emirates offers in its free-zone areas by importing products and re-exporting them to dedicated agents around the region. Today, one of its largest markets in the region is Saudi Arabia.
Tough competition from low-cost watches made in China and the demand for Swiss-made luxury brands prompted Citizen to change its strategy four years ago. While the competition may choose to focus on one market segment, be it mass or premium, Citizen aims to cover the spectrum.
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| Finding a balance between commercial needs and the impact on the environment, the Japanese watchmaker offers the light-powered Eco-Drive. |
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‘‘Our policy was changed to lifting up the brand image itself,’’ says Marukawa. ‘‘We have a very strong weapon — the Eco-Drive,’’ says Marukawa, referring to the technologically acclaimed lightpowered watch collection. ‘‘We are using the Eco-Drive and the Promaster (collections), which are professional sports watches, to increase reach in the middle- and highend markets.’’
Citizen aims to boost Eco-Drive sales to 80 percent of the company’s global sales. Though the regional market has been challenging, it can foresee at least a 40 percent growth in sales of the Eco-Drive and Promaster. In markets like the United States, Europe and Japan, the Eco-Drive accounts for half of Citizen’s sales.
www.citizen-me.com
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